The book review traces the history of the parallel histories of cinematic apparatus and the industry of fashion as a popular culture of urban modernity. The essay describes the concept of the cinematic apparatus in ways that can be useful for fashion design. The review analyses the significance of Haiers new approach to fashion studies and suggests that the concept of Fashion Thinking is ready to be introduced to academic and scholarly practices.This concept was then developed in Pajaczkowska's 'Making Known' in The Handbook of Textiles Culture (eds Jefferies,J & Clark, H. London & NYC, Bloomsbury, 2015)The concept of Fashion Thinking articulates the integration between creative practice and analysis of fashion, with adjacent disciplines of film and popular culture.